A lot of the former “top” design consulting firms from the 90’s (Frog, IDEO, etc) have seen swimming upstream in the past few years-- doing a lot of product definition, research, and design strategy work that you won’t see on the market instantly-- or ever. (Not to mention IDEO has been doing a lot of medical work in recent years)
Better yet, can anyone name any breakthrough products created at a design firm?
(Breakthrough meaning new to the market.) Sure there are examples of manufacturers coming to design firms to develop their breakthrough idea, but how often do they come with no idea or problem to solve looking for a breakthrough?
Are firms like BASF–they don’t make the idea, they make the idea better?